Customers who purchase a case will also receive editing software offering filters and integration with software such as Instagram and a profile on the www.i.am network.

"i.am proud to finally launch the i.am+ foto.sosho app and camera to the world from London. Our product fuses fashion with technology, changing the way you look at a smart phone…the i.am+ foto.sosho camera will make your smart phone brilliant," said will.i.am.

The cases will start at £199 for the i.am+ C4 Modern Look edition, while the white V4 edition comes with a QWERTY keyword and a steeper price tag of £299.